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The effective design of in-game ads – billboards, product placements (like the Nike shoes, seen above), or scoreboards sponsored by car companies within popular video games – is again becoming a much-debated topic. Sure, in-game ads aren’t anything new. But what is: researchers are using biometrics to measure how and why in-game ads are grabbing eyeballs, quite literally. Using infrared eye-tracking devices, they’re able to observe where gamers are looking when playing, and for how long.